#22 Marlboro

#22 Marlboro

Brand Value$26.6B

IndustryTobacco

Founded1924

CountryUnited States

As of May 23, 2018

Marlboro was founded as a women's cigarette before switching its focus to men with rugged characters like the Marlboro Man in its advertising. Marlboro has been the world's No. 1 cigarette brand since 1972. Altria holds the rights to the Marlboro brand in the U.S., while Philip Morris International handles the brand overseas. Marlboro commanded 43.3% of the U.S. cigarette market in 2017, bigger than the next 10 brands combined. Marlboro volume was down 5% in the U.S. in 2017 with an increased excise tax in California

impacting sales, but higher pricing pushed profits up. Volume was off 4% outside the U.S.